League Marketing 101. The Voices You re Hearing

Transcription

1 League Marketing 101 Welcome! We will begin at 10:02 a.m. Pacific. You won t hear any sound until then. Download a PDF of the Slides Here: kivilm.com/lwvc The Voices You re Hearing Kivi Leroux Miller President Nonprofit Marketing Guide.com Jennifer Waggoner Communications Director LWVC NonprofitMarketingGuide.com 1

2 GoToWebinar Attendee View You will see the slides here. How to Participate Today You can open and close your control panel. View, change and test your audio. Submit text questions anytime and respond to questions I pose. (No one else can see your chat.) NonprofitMarketingGuide.com 2

3 More Goodies Recording Links in 48 Hours Three More Webinars Kivilm.com/lwvc Flickr: clevercupcakes Who Else is Here Today You ll see a Google Map here of attendees NonprofitMarketingGuide.com 3

4 Which tasks are you personally involved with for your League? (multiple answers OK) Today s Agenda What is Nonprofit Marketing? Knowing Your Audience Branding Basics Integrated Marketing Flickr: woodleywonderworks NonprofitMarketingGuide.com 4

5 Marketing = Mission Marketing Realities for Nonprofits People expect conversations with friends, not lectures from organizations. Flickr: Kris Hoet NonprofitMarketingGuide.com 5

6 Marketing Realities for Nonprofits You need to find your biggest fans and feed them, so they ll spread the word for you. Flickr: tinou bao You re the best! Let me help you! Marketing Realities for Nonprofits Marketing consistentlyand over time is how you recruit volunteers and how your raise money. NonprofitMarketingGuide.com 6

7 It s a BIGJob. Everyone needs to pitch in! Flickr: lynnmwillis Single Most Important Element in Successful Marketing? Knowing Your Audience NonprofitMarketingGuide.com 7

8 Everyone Should Care About... Education Global warming Redistricting Voting But not everyone does, and you can t change that. What Should We Do? What should our website look like? What kinds of articles should we put in our newsletter? What should we emphasize in our fundraising? NonprofitMarketingGuide.com 8

9 The Answer to Both Problems Forget about the General Public. In marketing, there is no such thing! Focus on the People Who Matter You ll reach people who really are interested in your cause. Your decisions about language, imagery, format, etc. will be much easier. NonprofitMarketingGuide.com 9

10 Focus on Specific Groups Behaviors by lots of individuals within a group are what bring about real change. What sets apart this group from another? Pick the example we ll use -Issue forum on a ballot measure - City council candidate forum - New partnership with a local women s club NonprofitMarketingGuide.com 10

11 Ways to Group People Together Demographics Behaviors Stages of Change Think about Relevant Demographics Gender Age Ethnicity Income Education Hobbies Employment Family Status Affiliations Religion Ownership (home, cars, etc.) Location Likes/Dislikes NonprofitMarketingGuide.com 11

12 Which Demographics? Think about Behaviors What do they do now? What don t they do? Are they doing the right thing, but not regularly or in the right place? NonprofitMarketingGuide.com 12

13 Which Behaviors? Think about Stages of Change Precontemplation Not a problem Contemplation Yes, but... Preparation I ll give it a try Action I can do this Maintenance and Relapse Prevention Sticking with it NonprofitMarketingGuide.com 13

14 Now, what do these people value? Time Sleep Convenience Adventure Public recognition Good karma Control Love Status Power Fitting In Change Self-Help Competition Action Formality Openness Pragmatism Cooperation Idealism Safety Money Efficiency Challenge Privacy Connecting Independence Teamwork Predictability Fun What Do They Value? NonprofitMarketingGuide.com 14

15 What do you want to be known for with your target audience(s)? This is your brand. How would they describe LWV? NonprofitMarketingGuide.com 15

16 Adds up to PERSONALITY! Key Messages Logo Fonts Colors Taglines Templates Attitude & Tone Lots of Help Available Go to the Members Page for help with membership recruitment and marketing (style guide, logos, stories, and more.) NonprofitMarketingGuide.com 16

17 A few quick stats about communications today... All generations are online in significant numbers. NonprofitMarketingGuide.com 17

18 NonprofitMarketingGuide.com 18

19 League communications in 2011 and beyond... You, the Media Mogul Everyone is a publisher and broadcaster, and therefore a media mogul. flickr.com/photos/scobleizer/ NonprofitMarketingGuide.com 19

20 Blending Two Marketing Trends Integrated Marketing (or Multi-Channel Marketing) Content Marketing (or Inbound Marketing) flickr.com/photos/42dreams/ And it s also OUTSTANDING for Earned Media! Getting Your Message Out Trick is using multiple channels or integrated marketing on topics ( content ) people care about right now. Print Mail Social Media (Facebook, Twitter, blogs, videos) PR/Media Phone Calls (including Robocalls) Word-of-Mouth / Tell a Friend Flyers, Poster, Signage NonprofitMarketingGuide.com 20

21 Any final questions? Super Fast Survey How Did This Webinar Measure Up? Look for a survey window to pop up when you exit the webinar. NonprofitMarketingGuide.com 21

22 Let s keep in touch! kivi@ecoscribe.com Office: (336) Twitter: kivilm Facebook.com/nonprofitmarketingguide LinkedIn: Kivi Leroux Miller NonprofitMarketingGuide.com 22